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Belch: Advertising and
Promotion, Sixth Edition
Back Matter Glossary © The McGraw−Hill
Companies, 2003
problem-solver stage (18) A stage of personal selling in which
the seller obtains the participation of buyers in identifying their
problems, translates these problems into needs, and then presents
a selection from the supplier’s offerings that can solve
those problems.
procreator stage (18) A stage of personal selling in which
the seller defines the buyer’s problems or needs and the solutions
to those problems or needs through active buyer-seller
collaboration, thus creating a market offering tailored to the
customer.
product manager (3) The person responsible for the planning,
implementation, and control of the marketing program for an
individual brand.
product placement (13) A form of advertising and promotion
in which products are placed in television shows and/or
movies to gain exposure.
product-specific preplanning input (8) Specific studies provided
to the creative department on the product or service, the
target audience, or a combination of the two.
product symbolism (2) The meaning that a product or brand
has to consumers.
program rating (11) The percentage of TV households in an
area that are tuned to a program during a specific time period.
promotion (1) The coordination of all seller-initiated efforts to
set up channels of information and persuasion to sell goods
and services or to promote an idea.
promotional management (1) The process of coordinating the
promotional mix elements.
promotional mix (1) The tools used to accomplish an organization’s
communications objective. The promotional mix
includes advertising, direct marketing, sales promotion, publicity/public
relations, and personal selling.
promotional plan (1) The framework for developing, implementing,
and controlling the organization’s communications
program.
promotional products marketing (13) The advertising or promotional
medium or method that uses promotional products
such as ad specialties, premiums, business gifts, awards,
prizes, or commemoratives.
promotional pull strategy (2) A strategy in which advertising
and promotion efforts are targeted at the ultimate consumers to
encourage them to purchase the manufacturer’s brand.
promotional push strategy (2) A strategy in which advertising
and promotional efforts are targeted to the trade to attempt
to get them to promote and sell the product to the ultimate
consumer.
prospector stage (18) A selling stage in which activities include
seeking out selected buyers who are perceived to have a need
for the offering as well as the resources to buy it.
Protestant ethic (22) A perspective of life which stresses hard
work and individual effort and initiative and views the accumulation
of material possessions as evidence of success.
psychoanalytic theory (4) An approach to the study of human
motivations and behaviors pioneered by Sigmund Freud.
psychographic segmentation (2) Dividing the product on the
basis of personality and/or lifestyles.
psychosocial consequences (4) Purchase decision consequences
that are intangible, subjective, and personal.
public relations (1, 17) The management function that evaluates
public attitudes, identifies the policies and procedures of
an individual or organization with the public interest, and executes
a program to earn public understanding and acceptance.
public relations firm (3) An organization that develops and
implements programs to manage a company’s publicity,
image, and affairs with consumers and other relevant publics.
publicity (1, 17) Communications regarding an organization,
product, service, or idea that is not directly paid for or run
under identified sponsorship.
puffery (21) Advertising or other sales presentations that praise
the item to be sold using subjective opinions, superlatives,
or exaggerations, vaguely and generally, stating no specific
facts.
pulsing (10) A media scheduling method that combines flighting
and continuous scheduling.
pupillometrics (19) An advertising effectiveness methodology
designed to measure dilation and constriction of the pupils of
the eye in response to stimuli.
purchase intention (4) The predisposition to buy a certain
brand or product.
push money (16) Cash payments made directly to the retailers’
or wholesalers’ sales force to encourage them to promote and
sell a manufacturer’s product.
push technology (15) Allows a company to “push” a message
to the consumer through the Internet rather than waiting for
them to find it.
Q
qualified prospects (18) Those prospects that are able to make
the buying decision.
qualitative audit (3) An audit of the advertising agency’s
efforts in planning, developing, and implementing the client’s
communications programs.
qualitative media effect (6) The positive or negative influence
the medium may contribute to the message.
R
ratings point (11) A measurement used to determine television
viewing audiences in which one ratings point is the equivalent
of 1 percent of all of the television households in a particular
area tuned to a specific program.
rational appeal (6) Communications in which features and/or
benefits are directly presented in a logical, rational method.
reach (10) The number of different audience members exposed
at least once to a media vehicle (or vehicles) in a given period.
readers per copy (10) A cost comparison figure used for
magazines that estimates audience size based on pass-along
readership.
recall tests (19) Advertising effectiveness tests designed to
measure advertising recall.
receiver (5) The person or persons with whom the sender of a
message shares thoughts or information.
recency effect (6) The theory that arguments presented at the
end of the message are considered to be stronger and therefore
are more likely to be remembered.
recognition method (19) An advertising effectiveness measure
of print ads that allows the advertiser to assess the impact of an
ad in a single issue of a magazine over time and/or across alternative
magazines.
reference group (4) A group whose perspectives, values, or
behavior is used by an individual as the basis for his or her
judgments, opinions, and actions.
refutational appeal (6) A type of message in which both sides
of the issure are presented in the communication, with arguments
offered to refute the opposing viewpoint.
regional networks (11) A network that covers only a specific
portion of the country. Regional network purchases are based
in proportion to the percentage of the country receiving the
message.
reinforcement (4) The rewards or favorable consequences
associated with a particular response.
GL11
Glossary of Advertising and Promotion Terms